Payments have gone digital with
mobile wallets like PayTM, Mobikwik and BHIM, UPI entrants like
Google Tez, Payment Gateways such as CCAvenue and Citrus Pay

250 Million people viewed
videos online in 2017, a 64% jump

Digital Ad spend contributed
17% of total Ad spend in India in 2017

(Source: Reimagining India’s M&E
Sector, FICCI-EY report 2018)

The abovementioned facts prove that
online marketing is the future of marketing and advertising.

Advantages of Digital Advertising in India

Internet marketing comes with the
following advantages that are worth considering:

Suitable for low budget
campaigns: There is no minimum spend limit for online marketing so
digital marketing cost in India can be as low as INR 1000 also

Measurable ROI: One can track
the performance of the online marketing campaigns and compare the
results and ROI.

Easy to control: One can
control the inputs of the internet marketing campaign by monitoring
the campaign performance in real time and pause or stop it whenever
required.

Precise Targeting: One can
target the desired customer group as per the digital advertising
requirements like demographics, interest, expenditure etc.

Global Reach: The reach of
digital advertising is not necessarily restricted to the city, state
or nation.

Greater Engagement: Internet
marketing provides the advertiser an opportunity to converse with
the audience and it does not remain a one way communication only. An
online marketing campaign is successful when a customer interacts
with the advertisement

Digital Advertising: Basic terminologies to help
you book your online marketing campaign with digital marketing agency

Impressions:
Impression refers to how many times a user have been exposed to your
online advertisement. For example, if your ad has been seen by a
user 5 times, it is equal to 5 impressions.

CTR or Click
Through Rate: This is a ratio which tells the advertiser out of
the total number of impressions of the ad, how many times did the
user clicked on the ad to visit the landing page.. For example, an
ad was shown to 100 people and 5 people clicked on the ad so the CTR
is 5%

Conversion: On
setting up an online campaign, the advertiser has to define the goal
expected from the user like website visit, filling up a lead form,
downloading an app. whenever this goal is achieved, it is known as a
conversion.

Call To
Action: Online advertising campaigns require the audience to
interact with the ad by taking some actions. This link which helps
the user to take action is known as call to action. For example,
book now; request a quote, join now, sign up for newsletters etc.

Frequency Capping: This
is a feature in online advertising where the advertiser can limit
the maximum number of times a user can view a particular ad

Geo Targeting: Geo
targeting refers to targeting the audience in particular locations,
for example, all tier 1 cities in India

Audience Targeting: Audience
targeting can be done based on gender, age, income, interests etc.
The criteria would vary platform wise.

Digital Advertising Options

Your Digital Marketing Agency would
provide you with the following options for running an online
marketing campaign:

Text Ads: On platforms
like Google Search and Quora, advertisers place text ads that are
shown to users when they search using relevant keywords

Banner Ads: These ads
mostly contain images and texts and are mostly clickable with a call
to action button.

Interstitial- Interstitial
ads cover the entire screen

Leader board- These are
rectangular ads seen at the top of the website and are the first
ads to appear

Run-On-Site- Run on
site ads can be placed randomly on any page of a website

Mid Page Unit (MPU)- Banner
ad placed in the middle of the page

Audio Ads: These are
audio advertisements similar to radio jingles that can be played on
online music sites like Gaana, Wynk and Saavn. They can also be
accompanied by banner ads.

Video Ads: These are
video advertisements similar to TV Commercials that can be played on
online sites like Hotstar, Voot and You Tube. They can also be
accompanied by banner ads.

Emailer/SMS: These are
emailer/SMS campaigns based on databases provided by the digital
marketing agency. For example, database of car owners in Bangalore.

Influencer Marketing:
Influencers are people with huge followings on social media
platforms. Endorsement from these influencers can prove to be very
valuable for the brands.

Digital Advertising Cost and Rate Card

Digital Advertising rates vary from
platforms to platforms based on a number of criteria. Some of the
platforms that allow the advertisers to setup their advertisements on
their own, also known as self-serve platforms like Google, Facebook
and LinkedIn, provide you with options of pricing (CPC, CPM). The
digital advertising cost incurred by the advertiser in this case
would also depend on the target group, ad quality and other
advertisers competing for the same keywords/audience. Apart from
these self-serve platforms, there are websites that allow
advertisement on their websites (in CPM and CPC format, varies site
to site) in form of banners, video ads and audio ads too. Following
are the various digital advertising pricing models that can be
offered by your digital marketing agency:

CPM or Cost
per Thousand Impressions: This is one of the important digital
marketing cost terms that you would have to opt for digital
advertising. CPM means Cost per Mille, the cost of one thousand
impressions of the ad.

CPC or Cost
Per Click: Another popular digital marketing cost term, Cost per
Click refers to cost advertisers have to pay when someone clicks on
the advertisement.

CPL or Cost per Lead/CPA or
Cost per Acquisition: CPL or CPA is another digital marketing
pricing model where an advertiser pays only when a lead
generation/conversion happens.

CPI or Cost per Install:
Cost per Install is an online marketing pricing model that is
applicable only for app download. This is the price that the
advertiser has to pay for each app download.

Apart from the abovementioned
popular options, there are premium options also available like paid
article and influencer content that are priced higher than the
popular options.

Top Websites for Digital Advertising in India

According to Alexa Rankings (A
global website ranking system based on a website's average of daily
unique visitors and its number of pageviews over the past 3 months),
following are top websites in India

Website

Category

Website

Category

Google

Search Engine

Instagram

Social Media

Youtube

Entertainment

Quora

Social Media

Facebook

Social Media

Sarkariresult

Competitive Exams

Yahoo

Search Engine

NDTV

News

Amazon

E-commerce

Rediff

Lifestyle

Flipkart

E-Commerce

Naukri

Job Search

Hotstar

Entertainment

LinkedIn

Social Media

IRCTC

Travel/Ticket Booking

Twitter

Social Media

Cricbuzz

Sports

Book My Show

Events/Ticket Booking

Indiatimes

News/Lifestyle

Manoramaonline

News

How to select the Digital Advertising Option fit
for your business

Following are some of the pointers
that you can check for your advertising needs:

Abovementioned are some of the
popular digital media options. There are more than 1000 online
marketing options listed with The Media Ant. You can contact The
Media Ant for a digital media plan based on your business
requirements and budget.

Digital Advertising for Small Businesses

Digital Advertising is a good option
for both first time advertisers and small businesses with lower
budget. With internet marketing, advertisers have an option to test
their market and optimize their campaigns in real time and the
learning from the online campaigns can be taken forward to offline
campaigns as well. The real time tracking and ROI measurement makes
online advertising a preferred media option for Small and Medium
Enterprises (SMEs)

The Media Ant: A Digital Advertising Agency in
India

The Media Ant is a Digital
advertising agency having more than 1200 media options under digital
advertising. We are a Premier Google Partner and we can help you set
up your Google Search and Google Display campaigns and optimize them
to be most economic. Not only Google Ad words, The Media Ant can
support you as your digital advertising agency in placing your
advertisement with other self-serve platforms like Facebook,
LinkedIn, Youtube and Quora. Apart from self-serve platforms, The
Media Ant has partnered with all the popular websites, M-sites, Apps
and Facebook Pages in India and can assure of the best digital
advertising rates and discounts.

You can contact us for best
discounts and to execute your Digital advertising campaign either
online, by sending a mail to Help@TheMediaAnt.com.